Email marketing is still very much in the running and remains popular. It is smart to get started with this. You always reach customers via email, because these messages are only gone if they delete them themselves. With social media, not looking is actually immediately missed. Research by Spotler (2019) shows that 88% of Dutch people click on an email newsletter at least once a year.
Why do you want to use this channel?
First, think carefully about why you want to use email marketing within your company. It is a good choice to use email marketing. More than 97% of Dutch people check their email daily according to research by Spotler (2019). This is a good reason to start email marketing.
What are you going to communicate?
It is important that you know what you are going to communicate. Do you want to send newsletters , promotions, blogs, DIYs or something else? Think about it carefully and create a good content calendar that incorporates this. Ensure consistency and keep your communication relevant to the target group! Make sure they benefit from your information.
Have a mailing list
It is important that you build a mailing list to send your email to, because with the new GDPR law you are not allowed to send an email to just anyone. There are several ways to collect email addresses. Usually you already have many email addresses from your customer base. If this is not the case, you can, for example, put a free white paper online and ensure that they can receive it by email.
Think about your target group!
It is important that you take your target group into account, multiple target groups may apply in your mailing list. So make sure that you do not send all content to every target group, but only look at what is relevant to the target group.
You can easily keep customers informed
Your customers probably all check their email every day and are your customers, so they want to be kept informed about your company. Remember that social media only contains temporary content that needs to be viewed at the right time. When you send an email, it remains until it is opened. That's the most efficient thing about email marketing.
Test, test, test!
Test your mailings as much as possible. See what works and what doesn't work, so you know what content you can use next time and what you should leave out.
